Pacman as poster boy; PRISAA under scrutiny

Eight months after winning a congressional seat in Saranggani province, eight-division world champion Manny Pacquiao continues to approach his work with intensity and passion.

For almost two hours on Sunday, Pacquiao played out his role as “poster boy” of the Philippine Charity Sweepstakes Office (PCSO). Pacquiao did it by shooting a 30-second commercial that had the holder of nine world titles saying, after a spirited run in a jogging suit patterned after the Philippine flag, “PCSO. Pusong Pilipino (Heart of a Filipino), Pusong Panalo (Heart of a Winner)”.

While we stayed with Pacquiao for almost two hours at the fourth floor of El Hogar Filipino building (in Binondo, Manila) which was converted into a studio, it took Pacquiao no more than 40 minutes to finish the taping to the delight of well-known director Eric Matti, creative director Nonon del Carmen and account director Cay Acuna. The directors and TV talk show host, Boy Abunda, who conceptualized the commercial, acceded to the request of Pacquiao that the commercial be shot indoors to avoid huge crowds that tended to delay the shooting.

The commercial, entitled, “Tibay ng Puso” (Strength of the Heart), starts with footages of the rising sun at the break of dawn. In explaining the opening scene, Acuna says a “new day is always a new beginning”. Everyone, from all walks of life – the peasants in the rural areas, the Muslims in Mindanao, plain folks in barbershops and markets, students and the youth, all eagerly look forward to what the day brings as the sun is gradually transformed into the new PCSO logo with the words “Pusong Pilipino. Pusong Panalo. Pacquiao is one of the thousands of Filipinos who move on eagerly towards the new day.

It was not difficult to get Pacquiao to do the commercial. Since Pacquiao had requested PCSO for a number of ambulances for his impoverished province, the PCSO leadership, in another moment of creative genius, thought that, in exchange for the ambulances, Pacquiao may wish to consider doing the commercial FOC (free of charge). Pacquiao, desirous of aligning himself with the aspirations of the Benigno C. Aquino III administration, readily agreed to what he believed was a fair exchange.

What took time was setting the shooting date for a Pacquiao who’s into sports, entertainment, politics and a multitude of other things. In fact, the one-and-a half hour wait for Pacquiao had Acuna and her staff on the verge of heart attacks. But when The Champ arrived, everyone heaved a sigh of relief.

In no time, Effy Go, a statuesque make-up artist from Cebu, was working on Pacquiao’s make up while PCSO advertising manager Manny Garcia and I discussed with him a possible trip to Hawaii. The Hawaii visit would allow Congressman Pacquiao to lead the celebration of Philippine Independence through a concert to be organized by Filipino businessman Vince Espino. Espino and his wife Sarah, own and manage five IHOP (International House of Pancakes). The company that the Espinos run is the ISOP Master-Franchisee in Hawaii.

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On another matter, this time the controversy surrounding the national PRISAA Games, it would appear that a great number of schools are not joining the games to be held in Zamboanga.

There are basic questions being raised, from money matters to the rationale behind the games. One question being asked is who’s in charge of the PRISAA games? If we are to assume that sports is part of the curricular programs of higher educational institutions (HEIs) who are in turn under the regulation of supervision of the Commission on Higher Education (CHED), who ensures that the conduct of the PRISAA is in sync with the same values that sports are supposed to promote?

Perhaps, Congress should clarify those matters that seem to have fallen in between cracks so that the values that sports seeks to promote are consistently and forcefully upheld in competitions like the PRISAA. Care must be taken to ensure that sports is not utilized to promote anyone’s personal agenda.

A number of PRISAA members have circulated a manifesto that calls for reforms in the PRISAA. These members are however dismayed by the lack of a response from the CHED, especially since the manifesto was sent more than two weeks ago.

A number of sectarian schools in the Visayas, among them, University of St. La Salle in Bacolod, University of San Agustin in Iloilo and University of San Carlos in Cebu, are staying away from the games to dramatize their protest over the way the PRISAA is being run.

The CHED or Congress should perhaps set aside some time to unravel the mysteries that surround the PRISAA to ensure that the purpose for which it was established are met and to give those managing PRISAA’s affairs an opportunity to explain their side.